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Magid Election Advisory

MAGI D The 2012 Presidential Election will be unlike any previous election. Much has changed since the 2008 election: how people gather information, how people use social media to assist in their election decisions, and the fundamental type of ELECTI ON | information people are interested in. Because the months leading up to the November 6 election will be so distinctive, ADVISORY media organizations must think about coverage differently. ELECTION 2012 2012 Campaign News Sources Local TV Newscasts 44% 44% Network TV Newscasts 40% Nearly half of respondents (44%) said they have used local TV newscasts to get information about the campaign followed closely by network newscasts (40%), cable news (39%), and local newspapers (36%). Because so many are turning to local TV newscasts for election Cable News Networks 39% Local Newspapers 36% Radio News Programs 23% Newspaper Websites 21% Cable News Networks Websites 21% information, carefully planned Social Networks 20% coverage can reinforce and build upon local station's position in the community. National TV Networks Websites 19% National Newspapers 17% Base: All respondents (n=1,137) Q.5 What sources have you used to get information about the 2012 presidential campaign? Select all that apply. Campaign News Mix by Generation Millennial (1977-1996) The Local News 43% 35% 33% 32% 31% 31% 36% 34% Network Cable News Networks Social Network TV Local Cable News Newspaper Websites Local TV Networks Newscasts Newspaper Websites Newscasts News Websites Generation X (1965-1976) Millennials The Local News 46% 40% 39% 32% Millennials are significantly more likely to look for campaign-related news and information on multiple platforms. Nearly one-third of Millennials have used at least eight sources to get information about the 2012 campaign, Generation Xers and Baby Boomers, respectively. While Gen Xers and Boomers are more likely to use traditional forms of media, their presence online is not insignificant. 47% of Gen Xers and 35% of Boomers used at least one online source to find campaign- related information compared to 53% of Millennials. Local TV Network TV Cable News Local Newscasts Newscasts Networks Newspaper compared to just four sources for Baby Boomers (1946-1964) The Local News 60% 54% 45% 51% Local TV Network TV Local Cable News Newscasts Newscasts Newspaper Networks Base: All respondents (n=1,137) Q.5 What sources have you used to get information about the 2O12 presidential campaign? Select all that apply. Who's Watching Local TV Newscasts? 58% 47% 44% 43% 41% 32% 15% Total Male Female 18-24 25-34 35-49 50-64 51% 47% 44% 43% 44% 34% of respondents have used local TV newscasts to get information about the campaigns. Total Liberal Progressive Conservative Moderate Base: Respondents who use local TV newscasts to get information about the 2012 presidential campaign (n=504) Q.5 What sources have you used to get information about the 2012 presidential campaign? Select all that apply. What Do They Want To See? Candidates' opinions on issues l'm interested in 54% Candidates' moral and ethical beliefs 45% Candidates' voting records-previous stands on issues 39% The messages candidates are using to promote themselves in campaign ads 31% Candidates' donors, tax issues, and other financial information 27% Evaluations by the media about how truthful the candidates' campaign ads are 25% Scandals affecting candidates 25% Candidates' religious beliefs 22% Verbal exchanges between candidates 22% Who is endorsing candidates 17% How candidates are doing in polls 15% Base: All respondents (n=1,137) Q.13 What information, if any, related to presidential candidates are you interested in? Select all that apply. Issues More voters say they want information about candidates' positions on issues than on any other election-related information. A majority (54%) want to know the candidates' stands on issues that are of interest to them. That's followed by nearly half (45%) of voters wanting information about the moral and ethical beliefs of candidates. With this data in mind, consider framing your campaign and election coverage in terms of the issues that are important to voters - share candidates' stances on those issues, but try not to make the candidates the focal point of your coverage. What About Social Media? Candidates continue to develop their Web presence with Facebook profiles, Twitter feeds and campaign videos made exclusively for YouTube. In our study of election news habits, 22% of respondents used social networks to get information about the campaign. Facebook is overwhelmingly more popular, with 81% of respondents saying that they have a Facebook account, compared to just 41% of respondents who said the same for Twitter. energized youth vote – and their strong online involvement helped decide the presidential election. What will their impact Do you have a Facebook account? Do you have a Twitter account? 00 19% 41% 59% 81% In 2008, an Yes No Base: All respondents (n=1,137) Q.21 Do you have a Facebook account? Base: All respondents (n=1,137) Q.22 Do you have a Twitter account? be in 2012? Which of the following are you a friend of, a fan of, or have "Liked" on Facebook, or "Followed" on Twitter? Facebook Twitter 18% 18% 17% 16% 15% 14% 13% 13% | 2% 12% |2% 12% 1 1% 11% 9% 8% Elected state Candidate for Candidate for Elected national Candidate for Elected local Political Political local office politician politician such state political national office politician such as state senator, office such as a such as a U.S. as a U.S. senator reporter, journalist or media organization or political party or state state senator, or senator or or candidate state treasurer representative representative personality who covers political campaigns treasurer Base: Facebook users (n=920) and Twitter users (n=466) Q.23 On Facebook which of the following are you a friend of, a fan of or have "liked"? Select all that apply. Q.24 On Twitter, which of the following do you follow? Select all that apply Do your friends post election-related material on Facebook? What type of election-related posts do you pay attention to? Iווויס 66% 58% Yes 41% No 41% 36% 59% Base: Respondents who have a Facebook account (n=920) Q.23 Do any of your Facebook friends post election-related material? Attached video Attached Personal Links to stories clips or articles photos or images comments from the friend INTERESTED? These findings were taken from a national survey of 1,137 respondents aged 18 to 64, conducted by Frank N. Magid Associates, Inc. in April 2012, with a focus on understanding the key issues of the 2012 election. For more information about this research, or to learn more about Magid, please contact Laura Clark, Senior Vice President, at Iclark@magid.com. MAGI D The 2012 Presidential Election will be unlike any previous election. Much has changed since the 2008 election: how people gather information, how people use social media to assist in their election decisions, and the fundamental type of ELECTI ON | information people are interested in. Because the months leading up to the November 6 election will be so distinctive, ADVISORY media organizations must think about coverage differently. ELECTION 2012 2012 Campaign News Sources Local TV Newscasts 44% 44% Network TV Newscasts 40% Nearly half of respondents (44%) said they have used local TV newscasts to get information about the campaign followed closely by network newscasts (40%), cable news (39%), and local newspapers (36%). Because so many are turning to local TV newscasts for election Cable News Networks 39% Local Newspapers 36% Radio News Programs 23% Newspaper Websites 21% Cable News Networks Websites 21% information, carefully planned Social Networks 20% coverage can reinforce and build upon local station's position in the community. National TV Networks Websites 19% National Newspapers 17% Base: All respondents (n=1,137) Q.5 What sources have you used to get information about the 2012 presidential campaign? Select all that apply. Campaign News Mix by Generation Millennial (1977-1996) The Local News 43% 35% 33% 32% 31% 31% 36% 34% Network Cable News Networks Social Network TV Local Cable News Newspaper Websites Local TV Networks Newscasts Newspaper Websites Newscasts News Websites Generation X (1965-1976) Millennials The Local News 46% 40% 39% 32% Millennials are significantly more likely to look for campaign-related news and information on multiple platforms. Nearly one-third of Millennials have used at least eight sources to get information about the 2012 campaign, Generation Xers and Baby Boomers, respectively. While Gen Xers and Boomers are more likely to use traditional forms of media, their presence online is not insignificant. 47% of Gen Xers and 35% of Boomers used at least one online source to find campaign- related information compared to 53% of Millennials. Local TV Network TV Cable News Local Newscasts Newscasts Networks Newspaper compared to just four sources for Baby Boomers (1946-1964) The Local News 60% 54% 45% 51% Local TV Network TV Local Cable News Newscasts Newscasts Newspaper Networks Base: All respondents (n=1,137) Q.5 What sources have you used to get information about the 2O12 presidential campaign? Select all that apply. Who's Watching Local TV Newscasts? 58% 47% 44% 43% 41% 32% 15% Total Male Female 18-24 25-34 35-49 50-64 51% 47% 44% 43% 44% 34% of respondents have used local TV newscasts to get information about the campaigns. Total Liberal Progressive Conservative Moderate Base: Respondents who use local TV newscasts to get information about the 2012 presidential campaign (n=504) Q.5 What sources have you used to get information about the 2012 presidential campaign? Select all that apply. What Do They Want To See? Candidates' opinions on issues l'm interested in 54% Candidates' moral and ethical beliefs 45% Candidates' voting records-previous stands on issues 39% The messages candidates are using to promote themselves in campaign ads 31% Candidates' donors, tax issues, and other financial information 27% Evaluations by the media about how truthful the candidates' campaign ads are 25% Scandals affecting candidates 25% Candidates' religious beliefs 22% Verbal exchanges between candidates 22% Who is endorsing candidates 17% How candidates are doing in polls 15% Base: All respondents (n=1,137) Q.13 What information, if any, related to presidential candidates are you interested in? Select all that apply. Issues More voters say they want information about candidates' positions on issues than on any other election-related information. A majority (54%) want to know the candidates' stands on issues that are of interest to them. That's followed by nearly half (45%) of voters wanting information about the moral and ethical beliefs of candidates. With this data in mind, consider framing your campaign and election coverage in terms of the issues that are important to voters - share candidates' stances on those issues, but try not to make the candidates the focal point of your coverage. What About Social Media? Candidates continue to develop their Web presence with Facebook profiles, Twitter feeds and campaign videos made exclusively for YouTube. In our study of election news habits, 22% of respondents used social networks to get information about the campaign. Facebook is overwhelmingly more popular, with 81% of respondents saying that they have a Facebook account, compared to just 41% of respondents who said the same for Twitter. energized youth vote – and their strong online involvement helped decide the presidential election. What will their impact Do you have a Facebook account? Do you have a Twitter account? 00 19% 41% 59% 81% In 2008, an Yes No Base: All respondents (n=1,137) Q.21 Do you have a Facebook account? Base: All respondents (n=1,137) Q.22 Do you have a Twitter account? be in 2012? Which of the following are you a friend of, a fan of, or have "Liked" on Facebook, or "Followed" on Twitter? Facebook Twitter 18% 18% 17% 16% 15% 14% 13% 13% | 2% 12% |2% 12% 1 1% 11% 9% 8% Elected state Candidate for Candidate for Elected national Candidate for Elected local Political Political local office politician politician such state political national office politician such as state senator, office such as a such as a U.S. as a U.S. senator reporter, journalist or media organization or political party or state state senator, or senator or or candidate state treasurer representative representative personality who covers political campaigns treasurer Base: Facebook users (n=920) and Twitter users (n=466) Q.23 On Facebook which of the following are you a friend of, a fan of or have "liked"? Select all that apply. Q.24 On Twitter, which of the following do you follow? Select all that apply Do your friends post election-related material on Facebook? What type of election-related posts do you pay attention to? Iווויס 66% 58% Yes 41% No 41% 36% 59% Base: Respondents who have a Facebook account (n=920) Q.23 Do any of your Facebook friends post election-related material? Attached video Attached Personal Links to stories clips or articles photos or images comments from the friend INTERESTED? These findings were taken from a national survey of 1,137 respondents aged 18 to 64, conducted by Frank N. Magid Associates, Inc. in April 2012, with a focus on understanding the key issues of the 2012 election. For more information about this research, or to learn more about Magid, please contact Laura Clark, Senior Vice President, at Iclark@magid.com. MAGI D The 2012 Presidential Election will be unlike any previous election. Much has changed since the 2008 election: how people gather information, how people use social media to assist in their election decisions, and the fundamental type of ELECTI ON | information people are interested in. Because the months leading up to the November 6 election will be so distinctive, ADVISORY media organizations must think about coverage differently. ELECTION 2012 2012 Campaign News Sources Local TV Newscasts 44% 44% Network TV Newscasts 40% Nearly half of respondents (44%) said they have used local TV newscasts to get information about the campaign followed closely by network newscasts (40%), cable news (39%), and local newspapers (36%). Because so many are turning to local TV newscasts for election Cable News Networks 39% Local Newspapers 36% Radio News Programs 23% Newspaper Websites 21% Cable News Networks Websites 21% information, carefully planned Social Networks 20% coverage can reinforce and build upon local station's position in the community. National TV Networks Websites 19% National Newspapers 17% Base: All respondents (n=1,137) Q.5 What sources have you used to get information about the 2012 presidential campaign? Select all that apply. Campaign News Mix by Generation Millennial (1977-1996) The Local News 43% 35% 33% 32% 31% 31% 36% 34% Network Cable News Networks Social Network TV Local Cable News Newspaper Websites Local TV Networks Newscasts Newspaper Websites Newscasts News Websites Generation X (1965-1976) Millennials The Local News 46% 40% 39% 32% Millennials are significantly more likely to look for campaign-related news and information on multiple platforms. Nearly one-third of Millennials have used at least eight sources to get information about the 2012 campaign, Generation Xers and Baby Boomers, respectively. While Gen Xers and Boomers are more likely to use traditional forms of media, their presence online is not insignificant. 47% of Gen Xers and 35% of Boomers used at least one online source to find campaign- related information compared to 53% of Millennials. Local TV Network TV Cable News Local Newscasts Newscasts Networks Newspaper compared to just four sources for Baby Boomers (1946-1964) The Local News 60% 54% 45% 51% Local TV Network TV Local Cable News Newscasts Newscasts Newspaper Networks Base: All respondents (n=1,137) Q.5 What sources have you used to get information about the 2O12 presidential campaign? Select all that apply. Who's Watching Local TV Newscasts? 58% 47% 44% 43% 41% 32% 15% Total Male Female 18-24 25-34 35-49 50-64 51% 47% 44% 43% 44% 34% of respondents have used local TV newscasts to get information about the campaigns. Total Liberal Progressive Conservative Moderate Base: Respondents who use local TV newscasts to get information about the 2012 presidential campaign (n=504) Q.5 What sources have you used to get information about the 2012 presidential campaign? Select all that apply. What Do They Want To See? Candidates' opinions on issues l'm interested in 54% Candidates' moral and ethical beliefs 45% Candidates' voting records-previous stands on issues 39% The messages candidates are using to promote themselves in campaign ads 31% Candidates' donors, tax issues, and other financial information 27% Evaluations by the media about how truthful the candidates' campaign ads are 25% Scandals affecting candidates 25% Candidates' religious beliefs 22% Verbal exchanges between candidates 22% Who is endorsing candidates 17% How candidates are doing in polls 15% Base: All respondents (n=1,137) Q.13 What information, if any, related to presidential candidates are you interested in? Select all that apply. Issues More voters say they want information about candidates' positions on issues than on any other election-related information. A majority (54%) want to know the candidates' stands on issues that are of interest to them. That's followed by nearly half (45%) of voters wanting information about the moral and ethical beliefs of candidates. With this data in mind, consider framing your campaign and election coverage in terms of the issues that are important to voters - share candidates' stances on those issues, but try not to make the candidates the focal point of your coverage. What About Social Media? Candidates continue to develop their Web presence with Facebook profiles, Twitter feeds and campaign videos made exclusively for YouTube. In our study of election news habits, 22% of respondents used social networks to get information about the campaign. Facebook is overwhelmingly more popular, with 81% of respondents saying that they have a Facebook account, compared to just 41% of respondents who said the same for Twitter. energized youth vote – and their strong online involvement helped decide the presidential election. What will their impact Do you have a Facebook account? Do you have a Twitter account? 00 19% 41% 59% 81% In 2008, an Yes No Base: All respondents (n=1,137) Q.21 Do you have a Facebook account? Base: All respondents (n=1,137) Q.22 Do you have a Twitter account? be in 2012? Which of the following are you a friend of, a fan of, or have "Liked" on Facebook, or "Followed" on Twitter? Facebook Twitter 18% 18% 17% 16% 15% 14% 13% 13% | 2% 12% |2% 12% 1 1% 11% 9% 8% Elected state Candidate for Candidate for Elected national Candidate for Elected local Political Political local office politician politician such state political national office politician such as state senator, office such as a such as a U.S. as a U.S. senator reporter, journalist or media organization or political party or state state senator, or senator or or candidate state treasurer representative representative personality who covers political campaigns treasurer Base: Facebook users (n=920) and Twitter users (n=466) Q.23 On Facebook which of the following are you a friend of, a fan of or have "liked"? Select all that apply. Q.24 On Twitter, which of the following do you follow? Select all that apply Do your friends post election-related material on Facebook? What type of election-related posts do you pay attention to? Iווויס 66% 58% Yes 41% No 41% 36% 59% Base: Respondents who have a Facebook account (n=920) Q.23 Do any of your Facebook friends post election-related material? Attached video Attached Personal Links to stories clips or articles photos or images comments from the friend INTERESTED? These findings were taken from a national survey of 1,137 respondents aged 18 to 64, conducted by Frank N. Magid Associates, Inc. in April 2012, with a focus on understanding the key issues of the 2012 election. For more information about this research, or to learn more about Magid, please contact Laura Clark, Senior Vice President, at Iclark@magid.com. MAGI D The 2012 Presidential Election will be unlike any previous election. Much has changed since the 2008 election: how people gather information, how people use social media to assist in their election decisions, and the fundamental type of ELECTI ON | information people are interested in. Because the months leading up to the November 6 election will be so distinctive, ADVISORY media organizations must think about coverage differently. ELECTION 2012 2012 Campaign News Sources Local TV Newscasts 44% 44% Network TV Newscasts 40% Nearly half of respondents (44%) said they have used local TV newscasts to get information about the campaign followed closely by network newscasts (40%), cable news (39%), and local newspapers (36%). Because so many are turning to local TV newscasts for election Cable News Networks 39% Local Newspapers 36% Radio News Programs 23% Newspaper Websites 21% Cable News Networks Websites 21% information, carefully planned Social Networks 20% coverage can reinforce and build upon local station's position in the community. National TV Networks Websites 19% National Newspapers 17% Base: All respondents (n=1,137) Q.5 What sources have you used to get information about the 2012 presidential campaign? Select all that apply. Campaign News Mix by Generation Millennial (1977-1996) The Local News 43% 35% 33% 32% 31% 31% 36% 34% Network Cable News Networks Social Network TV Local Cable News Newspaper Websites Local TV Networks Newscasts Newspaper Websites Newscasts News Websites Generation X (1965-1976) Millennials The Local News 46% 40% 39% 32% Millennials are significantly more likely to look for campaign-related news and information on multiple platforms. Nearly one-third of Millennials have used at least eight sources to get information about the 2012 campaign, Generation Xers and Baby Boomers, respectively. While Gen Xers and Boomers are more likely to use traditional forms of media, their presence online is not insignificant. 47% of Gen Xers and 35% of Boomers used at least one online source to find campaign- related information compared to 53% of Millennials. Local TV Network TV Cable News Local Newscasts Newscasts Networks Newspaper compared to just four sources for Baby Boomers (1946-1964) The Local News 60% 54% 45% 51% Local TV Network TV Local Cable News Newscasts Newscasts Newspaper Networks Base: All respondents (n=1,137) Q.5 What sources have you used to get information about the 2O12 presidential campaign? Select all that apply. Who's Watching Local TV Newscasts? 58% 47% 44% 43% 41% 32% 15% Total Male Female 18-24 25-34 35-49 50-64 51% 47% 44% 43% 44% 34% of respondents have used local TV newscasts to get information about the campaigns. Total Liberal Progressive Conservative Moderate Base: Respondents who use local TV newscasts to get information about the 2012 presidential campaign (n=504) Q.5 What sources have you used to get information about the 2012 presidential campaign? Select all that apply. What Do They Want To See? Candidates' opinions on issues l'm interested in 54% Candidates' moral and ethical beliefs 45% Candidates' voting records-previous stands on issues 39% The messages candidates are using to promote themselves in campaign ads 31% Candidates' donors, tax issues, and other financial information 27% Evaluations by the media about how truthful the candidates' campaign ads are 25% Scandals affecting candidates 25% Candidates' religious beliefs 22% Verbal exchanges between candidates 22% Who is endorsing candidates 17% How candidates are doing in polls 15% Base: All respondents (n=1,137) Q.13 What information, if any, related to presidential candidates are you interested in? Select all that apply. Issues More voters say they want information about candidates' positions on issues than on any other election-related information. A majority (54%) want to know the candidates' stands on issues that are of interest to them. That's followed by nearly half (45%) of voters wanting information about the moral and ethical beliefs of candidates. With this data in mind, consider framing your campaign and election coverage in terms of the issues that are important to voters - share candidates' stances on those issues, but try not to make the candidates the focal point of your coverage. What About Social Media? Candidates continue to develop their Web presence with Facebook profiles, Twitter feeds and campaign videos made exclusively for YouTube. In our study of election news habits, 22% of respondents used social networks to get information about the campaign. Facebook is overwhelmingly more popular, with 81% of respondents saying that they have a Facebook account, compared to just 41% of respondents who said the same for Twitter. energized youth vote – and their strong online involvement helped decide the presidential election. What will their impact Do you have a Facebook account? Do you have a Twitter account? 00 19% 41% 59% 81% In 2008, an Yes No Base: All respondents (n=1,137) Q.21 Do you have a Facebook account? Base: All respondents (n=1,137) Q.22 Do you have a Twitter account? be in 2012? Which of the following are you a friend of, a fan of, or have "Liked" on Facebook, or "Followed" on Twitter? Facebook Twitter 18% 18% 17% 16% 15% 14% 13% 13% | 2% 12% |2% 12% 1 1% 11% 9% 8% Elected state Candidate for Candidate for Elected national Candidate for Elected local Political Political local office politician politician such state political national office politician such as state senator, office such as a such as a U.S. as a U.S. senator reporter, journalist or media organization or political party or state state senator, or senator or or candidate state treasurer representative representative personality who covers political campaigns treasurer Base: Facebook users (n=920) and Twitter users (n=466) Q.23 On Facebook which of the following are you a friend of, a fan of or have "liked"? Select all that apply. Q.24 On Twitter, which of the following do you follow? Select all that apply Do your friends post election-related material on Facebook? What type of election-related posts do you pay attention to? Iווויס 66% 58% Yes 41% No 41% 36% 59% Base: Respondents who have a Facebook account (n=920) Q.23 Do any of your Facebook friends post election-related material? Attached video Attached Personal Links to stories clips or articles photos or images comments from the friend INTERESTED? These findings were taken from a national survey of 1,137 respondents aged 18 to 64, conducted by Frank N. Magid Associates, Inc. in April 2012, with a focus on understanding the key issues of the 2012 election. For more information about this research, or to learn more about Magid, please contact Laura Clark, Senior Vice President, at Iclark@magid.com. MAGI D The 2012 Presidential Election will be unlike any previous election. Much has changed since the 2008 election: how people gather information, how people use social media to assist in their election decisions, and the fundamental type of ELECTI ON | information people are interested in. Because the months leading up to the November 6 election will be so distinctive, ADVISORY media organizations must think about coverage differently. ELECTION 2012 2012 Campaign News Sources Local TV Newscasts 44% 44% Network TV Newscasts 40% Nearly half of respondents (44%) said they have used local TV newscasts to get information about the campaign followed closely by network newscasts (40%), cable news (39%), and local newspapers (36%). Because so many are turning to local TV newscasts for election Cable News Networks 39% Local Newspapers 36% Radio News Programs 23% Newspaper Websites 21% Cable News Networks Websites 21% information, carefully planned Social Networks 20% coverage can reinforce and build upon local station's position in the community. National TV Networks Websites 19% National Newspapers 17% Base: All respondents (n=1,137) Q.5 What sources have you used to get information about the 2012 presidential campaign? Select all that apply. Campaign News Mix by Generation Millennial (1977-1996) The Local News 43% 35% 33% 32% 31% 31% 36% 34% Network Cable News Networks Social Network TV Local Cable News Newspaper Websites Local TV Networks Newscasts Newspaper Websites Newscasts News Websites Generation X (1965-1976) Millennials The Local News 46% 40% 39% 32% Millennials are significantly more likely to look for campaign-related news and information on multiple platforms. Nearly one-third of Millennials have used at least eight sources to get information about the 2012 campaign, Generation Xers and Baby Boomers, respectively. While Gen Xers and Boomers are more likely to use traditional forms of media, their presence online is not insignificant. 47% of Gen Xers and 35% of Boomers used at least one online source to find campaign- related information compared to 53% of Millennials. Local TV Network TV Cable News Local Newscasts Newscasts Networks Newspaper compared to just four sources for Baby Boomers (1946-1964) The Local News 60% 54% 45% 51% Local TV Network TV Local Cable News Newscasts Newscasts Newspaper Networks Base: All respondents (n=1,137) Q.5 What sources have you used to get information about the 2O12 presidential campaign? Select all that apply. Who's Watching Local TV Newscasts? 58% 47% 44% 43% 41% 32% 15% Total Male Female 18-24 25-34 35-49 50-64 51% 47% 44% 43% 44% 34% of respondents have used local TV newscasts to get information about the campaigns. Total Liberal Progressive Conservative Moderate Base: Respondents who use local TV newscasts to get information about the 2012 presidential campaign (n=504) Q.5 What sources have you used to get information about the 2012 presidential campaign? Select all that apply. What Do They Want To See? Candidates' opinions on issues l'm interested in 54% Candidates' moral and ethical beliefs 45% Candidates' voting records-previous stands on issues 39% The messages candidates are using to promote themselves in campaign ads 31% Candidates' donors, tax issues, and other financial information 27% Evaluations by the media about how truthful the candidates' campaign ads are 25% Scandals affecting candidates 25% Candidates' religious beliefs 22% Verbal exchanges between candidates 22% Who is endorsing candidates 17% How candidates are doing in polls 15% Base: All respondents (n=1,137) Q.13 What information, if any, related to presidential candidates are you interested in? Select all that apply. Issues More voters say they want information about candidates' positions on issues than on any other election-related information. A majority (54%) want to know the candidates' stands on issues that are of interest to them. That's followed by nearly half (45%) of voters wanting information about the moral and ethical beliefs of candidates. With this data in mind, consider framing your campaign and election coverage in terms of the issues that are important to voters - share candidates' stances on those issues, but try not to make the candidates the focal point of your coverage. What About Social Media? Candidates continue to develop their Web presence with Facebook profiles, Twitter feeds and campaign videos made exclusively for YouTube. In our study of election news habits, 22% of respondents used social networks to get information about the campaign. Facebook is overwhelmingly more popular, with 81% of respondents saying that they have a Facebook account, compared to just 41% of respondents who said the same for Twitter. energized youth vote – and their strong online involvement helped decide the presidential election. What will their impact Do you have a Facebook account? Do you have a Twitter account? 00 19% 41% 59% 81% In 2008, an Yes No Base: All respondents (n=1,137) Q.21 Do you have a Facebook account? Base: All respondents (n=1,137) Q.22 Do you have a Twitter account? be in 2012? Which of the following are you a friend of, a fan of, or have "Liked" on Facebook, or "Followed" on Twitter? Facebook Twitter 18% 18% 17% 16% 15% 14% 13% 13% | 2% 12% |2% 12% 1 1% 11% 9% 8% Elected state Candidate for Candidate for Elected national Candidate for Elected local Political Political local office politician politician such state political national office politician such as state senator, office such as a such as a U.S. as a U.S. senator reporter, journalist or media organization or political party or state state senator, or senator or or candidate state treasurer representative representative personality who covers political campaigns treasurer Base: Facebook users (n=920) and Twitter users (n=466) Q.23 On Facebook which of the following are you a friend of, a fan of or have "liked"? Select all that apply. Q.24 On Twitter, which of the following do you follow? Select all that apply Do your friends post election-related material on Facebook? What type of election-related posts do you pay attention to? Iווויס 66% 58% Yes 41% No 41% 36% 59% Base: Respondents who have a Facebook account (n=920) Q.23 Do any of your Facebook friends post election-related material? Attached video Attached Personal Links to stories clips or articles photos or images comments from the friend INTERESTED? These findings were taken from a national survey of 1,137 respondents aged 18 to 64, conducted by Frank N. Magid Associates, Inc. in April 2012, with a focus on understanding the key issues of the 2012 election. For more information about this research, or to learn more about Magid, please contact Laura Clark, Senior Vice President, at Iclark@magid.com.

Magid Election Advisory

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The 2012 Presidential Election will be unlike any previous election. Much has changed since the 2008 election: how people gather information, how people use social media to assist in their election de...

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